Thank you.

For designing our dream lives, together.

Welcome back to Take Your Time — a space where I share pieces of my world in the hope that they spark growth, reflection, and connection for all of us. Today’s letter is a note to you, dear reader, supporter of the realm, of all things Take Your Time, and this universe we’ve been lucky enough to build together.

Because the truth is, there’s no way I could build and grow a team and a business like this without you building and growing alongside me.

One of our team members shared it best when describing what we’ve been trying to do at Crown Affair:

Before Crown Affair, like many of us, I came from “move fast and break things” cultures — environments fueled by masculine energy, urgency, and burnout. The thing is, when you move that fast and break things, you’re not just breaking things, you’re breaking people.

After nearly a decade in that world, I knew in my bones (even if I didn’t yet have the language for it) that I wanted to build something different.

I wanted to create a brand I deeply loved — one that was true to what I desired and reflected how I wanted to care for myself and design my life. And in addition to desirable products and brand world, I wanted to build a culture that embodied that ethos: rooted in kindness, centered on people, and grounded in the belief that you can be both deeply ambitious and deeply human.

My hypothesis with Crown Affair has always been this: you can do both. You can make beautiful products that truly work — and build a brand, a business, and a culture that are just as thoughtful. But it takes time, intention, an incredible team, and the discipline to show up with grace, day after day.

And the most exciting part? We’re actually doing it, thanks to you.

Founders whose visions I admire and reference. Left to right: Ara Katz, Carisa Janes, Vicky Tsai, Emily Weiss,

I’m often asked who my role models are when it comes to my career. And while there’s no single answer, I always reference a few women whose vision, values, and/or work have shaped how I think about building.

There’s Ara Katz, the Co-Founder of Seed (and one of my first bosses and my mentor for the last 12 years), who taught me how to see the world and tell stories in a way that’s both grassroots and brilliant — her language and approach to storytelling has been imprinted on me, forever.

There’s Emily Weiss, Founder of Glossier (and another one of my first bosses), whose ambition and clarity of vision transformed an entire beauty industry. Her ability to blend the high and the low, the editorial and the accessible, was incredibly inspiring to witness in real time. That’s forever in my soul, and those early days at Into The Gloss were a true education.

There’s Carisa Janes, Founder of Hourglass, whom I’ve been lucky to get to know over the last few years and consider a north star on the journey. She’s built a true prestige brand — no gimmicks, no shortcuts — and still maintains top-tier performance at Sephora (not easy in makeup!). The advice she’s bestowed on me is some of the best I return to often, and seeing her build her new baby is thrilling.

And there’s Vicky Tsai of Tatcha, who I haven’t had time with like the above Founders, but I deeply admire how she’s built her brand over time. She’s seemingly held steady to her vision, even with a beast of an elephant growing very fast along her path in those building years. Rooted in Japanese tradition, intentionality, and soul, she’s proven to build something lasting and not driven by trends.

Listen to our episode here

But the world has changed a lot since many of these people started building, and as part of the next generation of founders, I see it as my responsibility not just to innovate within my category — haircare (arguably one of the most dated in the beauty industry) — but to rethink how we build entirely.

I’ve learned a lot from the decade before launching Crown Affair. I sat down and talked about this with Gwyneth last week on her Goop podcast (thank you GP, you’re a queen in so many ways and I’m honored to have you as an investor and supporter on this journey) — how so much of what I’m doing now is informed by what I lived through then.

And the truth is, outside of Elaine, my CEO, and Faith, my coach who transformed my nervous system, I don’t have many known role models when it comes to company culture (please share if you do — I’d love to celebrate them!). We’re part of a new era that truly gets to build from a place of authentic feminine energy — to lead with abundance, vulnerability, and honest strength. To treat our teams, our partners, and everyone we engage with not through hierarchy or fear, but with intention and care. That is a gift.

Last week, Crown Affair was honored with the WWD Award for Innovator of the Year, Hair. A true milestone.

That’s the other kind of innovation I care about — in addition, of course, to making truly remarkable products.

And I’m not doing this alone. We’re all building this together, in our shared vision. Which brings me to the real point of this post: a heartfelt thank you to you so I get to do this !!!

From a fun community shoot we did this year with so many of the supportive women in our world.

If you’ve supported Crown Affair in any way — made a purchase, shared us with a friend, or simply believed in what we’re creating — thank you. You’re the reason we’re still here. You’re the reason we get to keep going. I don’t take that lightly for even a second.

We’ll keep showing up. We’ll keep making thoughtful, excellent products. We’ll keep growing Seedling. We’ll keep taking care of our people. And I get to do that — with so much love and purpose — because you make it possible.

As our teammate Lauren recently said, “Our external values actually match our internal ones.” And while I can talk about that all day, I don’t believe in practicing what you preach — I believe in preaching what you practice. The most gratifying part is when the people inside your company feel it, too.

We’re always learning, always growing. Running a business in this day and age is no joke — but we’re doing the work, in all the ways.

So on this day of thanks, I want to say: thank you. Here’s to our communities — to the people who see us, support our creativity, and believe in our vision. Thank you for lifting us up…

Because without our levitators, we don’t get to innovate.

Take your time, and take care, always — and Happy Thanksgiving !!

Dianna

P.S. Many of you have asked about a virtual mood boarding session — more to come on that in the new year… But in the meantime, you’re invited to join Prophetic Visions on Friday, December 14th, 4 - 6pm ET / 1 - 3pm PT.

Hosted and led by one of It’s one of my favorite humans, Court Roberts, this 2 hour vision boarding workshop helps me reset and envision the year ahead. This will be my fourth year doing it and I can’t recommend it enough.. Sign up and let me know if you’re joining!

And if you can’t make it that Sunday, stand by (!)— I have something very special coming in the new year. Let’s just say this TYT universe is expanding, and yes, Court (and many visioning and mood boarding moments) will be part of it :)

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And Now… 3 Things I Love + a love letter to your hair :)

1. An excellent pair of denim. Vintage, reworked, the fit is so good. Use DIANNA25 at checkout for 25% off.

2. Time to upgrade your toothbrush. It’s giving Apple in terms of experience — big fan so far and they have a great Black Friday sale going on.

3. My favorite lounge set at home. Whipped coziness. 15% off everything this weekend.

A Haircare Tip (That’s Not Really a Tip): A Dedication to Your Hair

This week, instead of a how-to or product favorite, I want to offer a moment of gratitude—for your hair.

Hair is, in many ways, what’s left of our human fur. Evolutionarily, it’s there to protect us: to keep us warm, shield our scalps from sun, even act as a sensory tool. But it’s also so much more than that.

Hair holds meaning. It holds memory. It can reflect our health, our identity, our mood. It’s strong and resilient—and choosing to release it can be just as powerful as growing it long.

So wherever you are in your journey—growing, shedding, styling, letting go—consider this your gentle reminder to thank your hair. It’s been with you through so much.

And as a love letter to your hair—and as a thank you to you—our Build Your Ritual is 30% off this week when you choose 3 or 4 products (it’s usually 15%). A moment to care more, spend less, and reset your routine with intention. Happy hair-caring.